Presented by Jim Reynolds, Strategic Accounts Manager, Alterian We have officially entered the “Age of the Tablet”. With manufacturers from HTC to Dell releasing tablet devices, the tablet industry is expected to see explosive growth as more and more consumers adopt the devices. So how do consumers feel about the tablets that will be released this year? Can Android Tablets overtake Apple iPad? How is the social web reacting to the launch announcement for Blackberry Playbook? How is the anticipation building around HP Touchpad?

1. Tablet Invasion
Social Metrics for this year’s hottest devices
Presented By: Jim Reynolds
Strategic Account Manager – SM2
@jimmyrey

2. Search Setup In Alterian SM2
• Tablet Types Monitored: Apple, Android (multiple manufacturers), Windows
(multiple manufacturers), Other (WebOS & RIM) – Total of 47 devices monitored
• Date Range(s): 2/14/2011 – 3/29/2011
• Locations / Languages: All Countries & Languages

3. Daily Volume – All Tablets
Analysis
• Total of 1.3mm
social media
mentions
• Largest volume of
conversation is
during the iPad 2
launch event. (3/2)
• 2nd Largest spike is
the release of the
iPad 2 (3/22)

4. Share of Voice Total – All Tablets
Analysis
• Microblogs 67%
• Media Types ‐ Other
14% (Mainstream
Media)
• Message Boards 11%
(Developer Centric
forums & boards)
• Blogs 4%
(Key Mobile Blogs)

5. Share of Voice Trend – All Tablets
Analysis
• Major discussions around launch of devices (iPad 2, Xoom & Others)
• Before iPad 2 launch much of the discussion is Android Focused.
• Large secondary conversation around Playbook

6. Deep Dive

7. iPad 2 Deep Dive – CORE METRICS
Analysis
• By far, Apple has the largest volume of conversation, primarily driven by Twitter
• 75% Male and pretty even distribution amongst age groups
• Mostly Positive sentiment

8. iPad 2 Deep Dive – CORE METRICS
Analysis
• Mostly US based chatter followed by UK & Spain
• English & European lead written languages
• Community Conversation is lead by Apple centric sites

9. Deep Dive

10. Android TOTAL Deep Dive – CORE METRICS
Analysis
• Largest conversation around launch of Xoom followed by HTC Flyer – Driven by Twitter
• Similar to iPad 2, chatter mostly male, but 35‐49 leads the conversation
• General sentiment more positive that Apple (% of conversation)

11. Android Deep Dive – CORE METRICS
Analysis
• Primarily US based chatter, but Brazil is #3
• Languages match countries but again Portuguese ranks very highly
• Great amount of Android Dev chatter globally amongst top sites

12. Motorola Xoom– CORE METRICS
Analysis
• 2nd largest device conversation again led by Twitter & Mainstream Chatter
• Demographics are inline with other devices
• Sentiment is mostly positive, but mixed due Xoom launching without Flash

13. Motorola Xoom– CORE METRICS
Analysis
• Mostly US & English but highest Japanese coverage amongst all tablets
• Very active community conversations around Android development and YouTube

14. Samsung Galaxy Tab– CORE METRICS
Analysis
• Conversation volume spikes during product releases/announcements via twitter
• Mostly Male and largest age group is 18‐24
• Mostly positive feedback on product thus far

15. Samsung Galaxy Tab– CORE METRICS
Analysis
• As noted on opening Android Slide, Brazil is a buzz about the Galaxy
• With Portuguese being 2nd and Spanish being 5th we would suspect the Samsung is
popular in Latin & South America
• Like other Android manufacturers, much of the conversation is community driven

16. Dell Streak – CORE METRICS
Analysis
• Dell’s conversation volume is the most steady of all manufacturers
• Unlike any other maker, Message Board/Forum leads conversation
• Highest positive ranking of any device manufacturer

17. Dell Streak – CORE METRICS
Analysis
• Large amount of conversation occurring in Asia (Singapore, UAE, Japan)
• As reflected by regions of convo languages match
• Unlike other manufacturers there are many hardware based discussions

18. HTC Flyer– CORE METRICS
Analysis
• Largest spike was focused around announcement of Flyer, primary via twitter
• Gender mostly male
• Sentiment mostly positive

19. HTC Flyer– CORE METRICS
Analysis
• Location and Language in line with other Android makers
• Conversations are mostly development driven

20. Other Deep Dive

21. BlackBerry Playbook– CORE METRICS
Analysis
• Playbook conversations driven by product information announcements
• Audience mostly male and largest group 25‐34
• Sentiment is a strongly positive

22. BlackBerry Playbook– CORE METRICS
Analysis
• Country & languages similar to others, with the exception of Canada being #2
• Similar to Android there are dedicated communities focused on RIM

23. HP TouchPad– CORE METRICS
Analysis
• Conversations focused around leaks about final product release
• Mostly male and majority of audience under 34
• Sentiment is nearly 50/50 split

24. HP TouchPad– CORE METRICS
Analysis
• Similar to other tablets conversation is US & European driven
• Dedicated “Treo” audience awaiting devices

25. Deep Dive

26. Windows Tablets– CORE METRICS
Analysis
• Volume is inline with tablets, but as grouping smallest amongst tablet types
• Demographics inline with other tablet manufacturers
• Sentiment inline with other tablet manufacturers

27. Windows Tablets – CORE METRICS
Analysis
• US & European coverage
• Top sites are twitter users discussing devices

28. Tablet Rankings

29. Ranking the Tablets - Totals
Analysis
• Apple 75%
• Android 19%
• Other 17%
• Windows .7%

30. Ranking the Tablets – TOP 15
coby kyros 0.13%
toshiba folio 100 0.13%
advent vega 0.15%
hp slate 0.18%
notion ink adam 0.19%
asus eee slate 0.23%
dell inspiron duo 0.28%
htc evo view 0.30%
hp touchpad 1.17%
htc flyer 1.56%
dell streak 1.82%
blackberry playbook 3.97%
samsung galaxy tab 5.01%
motorola xoom 9.84%
ipad 2 74.43%
Analysis
• As suspected Apple dominates the tablet market
• Motorola Xoom is #2
• Samsung Galaxy is #3

31. Bonus Slide – What Network?
Analysis
• Verizon 48%
• AT&T 22%
• T‐Mobile 14.7%
• Sprint 14.1%

32. Summary
• This was a very interesting dataset to analyze. That being said, it’s pretty clear
that Apple is the current market leader, but similar to the mobile market they need
to be concerned about the Android.
• Within the Android market, there are almost too many choices. Brands should take
steps to prevent confusion amongst consumers.
• The dark horse players will be RIM & HP, knowing that they’ve had a great amount
of historical adoption of their devices in the enterprise.
• Microsoft needs a story & a full tablet OS to increase their share within this
segment.

33. THANK YOU!
Please contact us with any questions
Jim Reynolds: jim.reynolds@alterian.com
@jimmyrey
UK/EU: +44 (0) 117 970 3200 | US: +1 312 704 1700 | Asia/Pac: +61 (2) 9968 2449
Web: www.alterian.com | Blog: www.engagingtimes.com | Twitter: @Alterian
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